Using Automation to Improve Customer Experience

  • Kevin J. Ryan, a staff writer at Inc.com, describes an insurance claims adjuster who made a personal connection with a panicked customer over the phone and provided a deeper level of customer service. These types of experiences are threatened by the rise of automation and AI, but this does not mean there is no place for automation in the future. The heart of the matter is finding where automation fits into operations so both the business and its customers benefit.

    Currently, a lot of companies are choosing to jump on board the automation bandwagon to increase efficiency and reduce costs for routine process and interactions. While this is a sincere use for automation, the companies may not be taking full advantage of what software can offer. Create goals that will improve your processes and customer experience while creating new sources of revenue.

    A good example is the type of automation found in CRM systems. Systems like these that automatically capture more data accurately would be a great start to improving customer experience. With a CRM, important company data can be captured in an organized manner and relevant data can be spread to employees throughout the company in near-real time. This creates a more seamless customer experience and a connected organization. This type of automation can also provide new, useful insights to make the business perform better as a whole.

    Automating too many aspects of your processes can be dangerous, too. You risk losing personal connections that keep customers satisfied and coming back. It can be tricky to find balance. As Kevin mentioned in his article, having too much or too little automation within your process can turn customers away. Customers want to be serviced in a timely manner, but sometimes a personal touch can make a deeper impression.

    Some believe that artificial intelligence can eventually learn emotional intelligence at a high-enough level to replace jobs that require higher levels of personal understanding. If this was achieved, would humans be willing to accept the new reality? It is likely that making a connection with a human will always feel different than connecting with a robot - even when the robot seems to understand what you are feeling.

    These are all greater issues to take into consideration as we dive into the future of automation and artificial intelligence. For now, as your company takes on a technology project of its own, consider how the technology can do more than just save money in a certain area. Find a vendor that can help you gain a return on your investment in automation by creating a product that keeps both the company and its customers in mind.

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